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10 Ways to Build Trust and Build Your Business
Cook Copyright ©
You wouldn't buy a car if you didn't think it could get you home. And you
wouldn't purchase it from a dealer you thought was robbing you blind on the
price and might not stand behind it if the engine fell out as you drove it
off the lot.
Before making a purchase from you, buyers need to trust that your products
and services will do what they are supposed to. Does your marketing help
establish the trust necessary to convince prospects to buy from you? If you're
struggling to attract clients and customers, use the following tactics to
convert prospects to clients.
1. GET TESTIMONIALS
No matter how great your credentials are or how much experience you've had,
people pay more attention to what OTHERS have to say about you.
Pick up the phone and call your customers to ask what they thought of your
product or service, what they liked about it and how it was helpful. Edit
their comments, get their permission to use the comments and then feature
these testimonials in your marketing materials.
2. USE ARTICLES INSTEAD OF ADS
We have come to distrust ads and to believe what we read in published articles.
Invest your time in writing articles to establish yourself as an expert.
If you run ads, include testimonials in them.
3. GIVE SOMETHING AWAY
When you give something to people, regardless of the cost, they are more
likely to trust you and return the favor by buying something from you. Use
an ebook, article, workshop or free demonstration to build trust.
4. GET REFERRALS
When you need a new doctor, lawyer, plumber, carpenter or a place to eat
you ask a friend for a referral. You trust the recommendations of people
you know, and in fact, that's how the majority of people find jobs. Don't
wait for the occasional referral to come in spontaneously; implement a proactive
system to generate referrals.
5. EXCHANGE ENDORSEMENTS
Team up with a business you trust that also targets your market. Get them
to include an endorsement of your products and services in their marketing
and do the same for them. While a personal referral is ideal, an endorsement
is a close second. This tactic can double your marketing reach at zero
6. GIVE EXAMPLES
Tell a story instead of making impersonal and dramatic claims of what you
or your product does. Use case studies to tell what you did for whom and
the difference it made in their life or their business.
7. PERSONALIZE YOUR MARKETING
Its a common misperception that to sound credible your marketing should be
dry and impersonal. People do business with people. You need to help prospects
get to know you and trust you. Let your passion and personality come across
in your marketing as well as your professionalism. Include a picture of yourself,
with a smile, in a prominent place on the first page of your marketing
8. REDUCE PERCEIVED RISK
Buyers' biggest concern is how well your product or service will perform.
Providing a guarantee may help, but in most cases its not going to make the
sale. Clarify the value you provide and state your commitment to seeing that
your clients are not only happy, but ecstatic about your product and
9. MAKE CONTACT EASY
If you want clients to get in touch with you, show them how. Put your phone
number at the top of your marketing materials and tell them to call. When
you call them, give them your phone number again at the end of the conversation
and tell them to call. If you have a web site, put a contact form at the
bottom of your home page.
10. STAY IN TOUCH
The people you see and talk to on a regular basis are usually the ones you
trust the most. Communication isn't the only ingredient for developing trust,
but it is a critical one. If you sell services or high end products, a personal
phone call is one of the best ways to answer prospects questions, and to
establish trust. Contact your prospects and clients regularly and get feedback
on what they are concerned about.
You want to convert prospects to clients and clients to repeat clients. Use
these ten marketing tactics to build trust and you'll find more prospects
buying your products and services.
2003 © In Mind Communications, LLC. All rights reserved.
About the Author:
Marketing Coach, Charlie Cook, helps independent professionals and small
business owners attract more clients and grow their business with the 5
Principles of Highly Effective Marketing. Signup for the Free Marketing Guide
and the 'More Business' newsletter, full of practical marketing tips at